Beyond the screen, 2018 witnessed a bizarre, participatory form of mother exchange in viral internet culture. The “In My Feelings” challenge, sparked by Drake’s song, involved people jumping out of moving cars to dance alongside them. While seemingly unrelated to maternal themes, the challenge’s inherent recklessness was often contextualized online through memes and videos of “concerned moms” shaking their heads or chasing after their dancing children. Here, the “exchange” was a temporary, performative one: the cool, risk-taking participant swapped places with the responsible, anxious child. The humor derived from the impossibility of truly exchanging one’s role. More directly, the rise of “YouTube mom” culture—channels like “Family Fun Pack” or “The ACE Family”—offered viewers a voyeuristic mother exchange. Audiences could log off from their own complicated family lives and “swap into” the seemingly perfect, choreographed domesticity of a vlogging mother, complete with matching pajamas and sponsored giveaways. These digital mothers promised a frictionless, camera-ready alternative to the messy reality of parenting.
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